Fall 2024: Madi Keller

The Changing Face of Fashion Communication: A Comparative Analysis of Fashion Journalists and Digital Influencers

Madi Keller

Journalism, Elon University

Submitted in partial fulfillment of the requirements in an undergraduate senior capstone course in communications

Abstract

In recent years, the rise of digital influencers has challenged traditional fashion communication, transforming the way fashion narratives are created and consumed. This study examines the differing approaches of fashion journalists and digital influencers in shaping fashion narratives and fostering people’s engagement with fashion trends and ideas. A content analysis of 152 Instagram posts and articles reveals that journalists prioritize authority and credibility, while using informative, positive, and inspirational tones, and formal, conversational, and educational writing styles. In contrast, influencers focus on personal narratives and interactive engagement. They use informative, positive, playful tones, complemented by a casual style featuring visual storytelling. One new discovery is organic influencer content receives higher engagement than sponsored posts, highlighting the importance of authenticity in influencer-brand collaborations. These findings have implications for the fashion industry, emphasizing the need for brands to adapt their communication strategies to leverage influencer partnerships while maintaining authenticity and transparency.

Keywords: fashion journalism, influencers, audience engagement, Instagram, fashion communication
Email: mkeller7@elon.edu

I. Introduction

Social media has shaken up the traditional landscape of fashion media. Once dominated by fashion journalists and publications, the industry now contends with the growing influence of digital fashion influencers. These influencers leverage their personal brands and social platforms to connect intimately with their followers, shaping the fashion industry alongside established journalists. While journalists operate within industry norms of objectivity and expertise, influencers use aspirational personal styles and authenticity to engage followers. By examining the content curation and audience engagement strategies used by both groups, this research will uncover both their strengths, weaknesses, values, and persuasive abilities. As fashion companies invest in technology to keep up with digital natives and create a competitive edge, with investments expected to reach as much as 3.5 percent of revenues by 2030 (McKinsey & Company, 2022), understanding the evolving roles and strategies of fashion journalists and digital influencers becomes increasingly important. This article will evaluate the impact and approaches of fashion journalists versus influencers in communicating and influencing fashion narratives.

II. Literature Review

In the realm of fashion media, the rise of social media influencers has sparked a shift, challenging traditional journalistic norms and reshaping audience engagement strategies. Scholars like Cheng and Tandoc (2021) and Rocamora (2011) explore this transformative landscape, offering insights into the evolving relationship between traditional journalism and digital influencers. Cheng and Tandoc’s (2021) examination, focused on the About pages of 40 mainstream fashion magazine websites and fashion blogs, investigates the impact of digital technology and heightened audience agency on journalistic and blogging identities and professionalism. Their findings show the clear differences in approach between traditional magazines and digital blogs. Magazines, characterized by their niche focus and emphasis on authority and dominance, represent bureaucratic organizations primarily geared towards disseminating information through a top-down communication model. On the other hand, blogs, often maintained by a single individual, prioritize personal experience and validation, creating a more intimate and interactive connection with their audience. As new social media platforms continue to emerge, and digital media undergoes further changes, journalists grapple with challenges to the boundaries of their profession, as everyday consumers increasingly produce their own content, altering the media landscape in many ways.

Traditional magazines, with their emphasis on authority and wide-reaching dissemination, differ from blogs, which prioritize individual narratives and create interactive engagement with their audiences. Rocamora’s analysis delves into the tensions between journalists and influencers, shedding light on concerns surrounding credibility and expertise in the digital era. By scrutinizing the emergence of personal fashion blogs as a transformative force in the fashion media landscape, Rocamora (2011) explains the shifting dynamics within the industry, “So it is with personal fashion blogs: more important perhaps than the technological innovation of which they are the outcome is the new outlook on the field of fashion they allow” (p. 422). Personal fashion blogs represent more than just technological advancements; they offer a fresh perspective on fashion that goes beyond traditional boundaries and exclusivity. Rocamora argues that these platforms facilitate fashion discourse free from the constraints of producing elites or the male gaze, instead fostering appreciation and interpretation while amplifying women’s visions of themselves.

As influencers continue to rise to fame within the digital sphere, traditional journalists face pressure to adapt to the new digital world while upholding principles of integrity and journalistic standards. This collision of old and new media shows how important it is for industry stakeholders to reassess established norms and embrace innovative approaches to content creation and dissemination. Rocamora’s research illuminates that personal fashion blogs represent a democratization of fashion discourse, challenging traditional hierarchies and amplifying diverse voices within the fashion community. As influencers exert increasing influence over consumer behavior and fashion trends, the role of traditional journalists becomes increasingly nuanced, necessitating a delicate balance between maintaining journalistic standards and engaging with the evolving landscape of digital media.

Self-Presentation, Authenticity, and Identity Curation

The intentional construction of “authentic” virtual personas by influencers, characterized by strategic self-disclosure and identity curation, emerges as a central theme across various studies (Abidin, 2016; Marwick, 2015). Through interviews and content analyses, researchers reveal the processes influencers use to create relatable yet aspirational self-portrayals capable of monetizing online intimacy. As Marwick (2015) writes, influencers effectively navigate the balance of “carefully construct[ing] an authentic persona that is an important form of personal branding” while simultaneously “revealing personal information to audiences, while also allowing a performance of labor to be visible” (p. 139). In contrast, the realm of fashion journalism adheres to the longstanding principles of objective reporting and maintains professional boundaries with their audiences (Cheng & Tandoc, 2021).

Influencers embrace social media for self-expression and identity exploration, as highlighted in studies by Titton (2015) and Rocamora (2011). However, tensions arise concerning the perpetuation of warped beauty standards and consumerist values. Titton (2015) hypothesizes that through fashion blogging, consumers actively engage in and shape fashion media, embodying fashionable personas while navigating complex identity performances. Critics, such as Marwick (2015), argue that influencers’ commercial success often hinges on the endorsement of idealized femininity norms and the perpetuation of female objectification. In contrast, traditional fashion journalists adhere to industry ethics codes that prioritize authenticity through transparency over fabricated relatability.

Influencer-Brand Relationships

Researchers have found that authenticity is rooted in transmitting credible and personal recommendations from trustworthy peers to the public, encapsulating the essence of the symbiotic relationship between brands and influencers in fostering genuine connections with consumers. As one example, interviews with brand managers at Italian fashion companies suggest that authenticity, although abstract and fleeting, becomes tangible and co-produced through the collaboration between brands and influencers (Colucci & Pedroni, 2022). The central idea is that authenticity serves as the primary goal of engaging digital influencers within brand communication. Companies aim to establish genuine relationships capable of conveying a sense of “realness” to target audiences. However, as the impact of influencers grows, companies must navigate a delicate balance between maintaining control and allowing influencers’ voices to authentically shine through. The study underscores an ongoing process of refinement and negotiation between fashion companies and influencers, aimed at defining the boundaries around influencer marketing.

Audience Trust, Engagement, and Purchasing Impact

Influencers and journalists rely on their ability to cultivate audience trust, engagement, and purchasing influence. Djafarova and Rushworth (2017) discovered that Instagram-centric celebrities are perceived as more influential on the platform than traditional celebrities, which impacts purchasing decisions among young women. Self-verification theory suggests that people seek out interactions that confirm their self-image, which may explain why young women find influencers more relatable than traditional journalists (Stets & Burke, 2000). Numerous studies show how “Instafamous” personalities foster intimacy with followers through self-branding as micro-celebrities, validating their entrepreneurial authenticity (Khamis, 2017). However, while fashion journalism traditionally derives integrity from credibility and expertise (Cheng & Tandoc, 2021), this authoritative stance may decrease among digitally native audiences seeking unfiltered self-expression over expert voices (Beer & Vazquez, 2017). Cheung’s (2022) research suggests that in the age of influencers, engagement rates are strongly tied to identity self-verification. This positions trendsetting creators as key players in making trendspotting more accessible to the public, hence exacerbating journalism’s identity crisis.

III. Methods

Research questions

RQ1: How do fashion journalists and digital influencers differ in how they create and present fashion content?

RQ2: How do collaborations between fashion brands and digital influencers influence audience engagement?

This research uses a comparative analysis of content to evaluate the approaches of fashion journalists versus influencers in shaping fashion narratives. By examining the content curation, communication styles, and audience engagement strategies used by both groups, this study aims to differentiate their respective strengths, weaknesses, and values within the fashion media landscape. Importantly, this study acknowledges the inherent differences between these two mediums: journalists write articles, while influencers focus on Instagram posts and reels, naturally resulting in distinct tones and styles. Despite these differences, this analysis aims to highlight unique characteristics and potential interplay between traditional and digital fashion communication.

The sample for this study consisted of two groups: fashion journalists and digital influencers. The fashion journalist group included four prominent writers from reputable publications: Vanessa Friedman, fashion director and chief fashion critic at The New York Times; Rachel Tashjian, a fashion writer at The Washington Post and a former fashion critic at GQ; Christian Allaire, senior fashion and style Writer at Vogue; and Tara Gonzalez, a senior fashion editor at Harper’s Bazaar. These journalists were selected based on their extensive experience, credibility, and influence within the fashion journalism community.

The digital influencer group consisted of four individuals with significant online followings: Brigette Pheloung (@acquired.style), a lifestyle and fashion influencer with over 400,000 followers on Instagram; Paige Lorenze (@paigelorenze), a fashion and travel influencer with more than 585,000 followers; Kate Bartlett (@katee.bartlett), a fashion influencer with 417,000 followers; and Leonie Hanne (@leoniehanne), a German fashion influencer with more than 4 million followers. These influencers were chosen based on their quality of content and influence within the fashion community. Each influencer has a minimum of 100,000 followers on Instagram and actively creates and shares fashion content

The rationale behind choosing these two groups is to understand the perspectives and practices of traditional fashion journalists, who have historically played a pivotal role in shaping fashion narratives, as well as the emerging influence of digital influencers, who have become significant players in the fashion industry. Comparing these two groups will provide insights into how their approaches to content creation and presentation differ, and how these differences may influence audience engagement.

The step-by-step, systematic protocol for this research involved a thorough approach to data gathering and analysis. Initially, data collection used systematic monitoring of the selected fashion journalists’ and influencers’ content from Instagram, as well as the journalists’ articles from their media outlets (The New York Times, The Washington Post, Vogue, and Harper’s Bazaar). This process involved analyzing articles and Instagram posts and reels to identify recurring themes, messaging strategies, and engagement patterns. The content analysis included 152 pieces of fashion content, consisting of 76 Instagram posts (19 from each of the four influencers) and 76 articles (19 from each of the four fashion journalists). The content was collected by analyzing every 10th post or article from each influencer and journalist, within a one-year time frame spanning from April 2023 to April 2024.

A coding framework was then developed to categorize and analyze content based on predetermined criteria such as content source, tone, style, brand collaborations, and engagement metrics. The coding categories for tone included positive, neutral, negative, informative, inspirational, opinionated, playful, and critical. The coding categories for style included formal, casual, conversational, humorous, educational, and persuasive. Within these style categories, casual and conversational styles were distinguished. Casual style uses very informal language and focuses on personal experiences. Conversational style mimics natural dialogue, engaging readers directly while maintaining some structure. Both are informal, but conversational style is slightly more organized than casual. Each piece of content was carefully analyzed and assigned one or more relevant tone and style categories based on the overall message, language, and presentation.

Qualitative analysis was used to identify overarching themes, storytelling techniques, and narratives used by fashion journalists and influencers. This involved examining language use, visual aesthetics, and messaging strategies. Simultaneously, quantitative analysis was used to assess engagement metrics such as likes and comments to measure the effectiveness of content.

The analysis of the collected data will involve a combination of qualitative and quantitative methods. Qualitative analysis will focus on narrative analysis to identify key themes and storytelling strategies, while quantitative analysis will assess engagement metrics and their relationship to content characteristics and audience engagement. The findings will be presented using bar graphs to illustrate trends, patterns, and relationships identified within the data.

IV. Findings

Tone Analysis

The analysis of 152 pieces of fashion content, consisting of 19 articles from each of the four fashion journalists and 19 posts from each of the four influencers, revealed distinct trends in the tones and styles used by these two groups (Figure 1).

Figure 1: Tone Category Frequencies – Journalists vs. Influencers

Informative Tone

Both journalists and influencers frequently used an informative tone, but in different ways. Journalists employed an informative tone in 64 out of 76 articles (84%), often taking on an advisory or expert role. For instance, Vanessa Friedman informs readers about workplace shoe etiquette, explaining how “a tasteful sling-back…conveys a different message than an athletic slide.” This informative content aims to guide readers in navigating complex fashion topics.

Influencers used an informative tone in 20 out of 76 posts (26%), typically sharing practical tips, product recommendations, and styling inspiration. Influencer @acquired.style combines an informative caption about her “perfect top 3 shoes for your next warm trip” with an Instagram reel demonstrating how to style shoes for vacation outfits. This informative content focuses on advice and relatable examples.

Positive and Inspirational Tones

Journalists were more likely to use positive and inspirational tones compared to influencers. Out of 76 articles, journalists used a positive tone in 32 instances (42%) and an inspirational tone in 17 instances (22%). For example, in an article about the Met Gala, journalist Tara Gonzalez writes, “Michaela Coel was one of this year’s co-hosts and one of the first to arrive on the red carpet—setting the bar incredibly high.” This positive commentary highlights the successful and inspiring aspects of the event and its attendees.

In contrast, influencers used positive tones in 21 out of 76 posts (28%) and did not employ inspirational tones in the analyzed content. When influencers did use positive tones, it was often in the context of personal celebration or well-wishing. For instance, influencer @leoniehanne captions a holiday photo, “Merry Christmas from us to you and your families 🎄 May your Christmas days be filled with love, presents and all the good, naughty food!”

Playful Tones

Influencers were more inclined to adopt playful tones compared to journalists, with 14 instances (18%) out of 76 posts. This suggests a lighter, more entertaining approach to content creation. Influencer @paigelorenze exemplifies this playful tone, captioning a slideshow of candid moments with “getting sh*t done and having fun 😀.” This casual language aims to entertain and engage followers.

Journalists used playful tones less frequently, with only 8 instances (11%) out of 76 articles. However, when journalists did use a playful tone, it often served to create a relatable, self-deprecating moment. For example, Rachel Tashjian writes, “You have not felt the true sting of inadequacy until you are sitting in your second-row seat wearing your little vintage 1980s dress…when a fashion editor walks in wearing something effortlessly awesome. Suddenly, you feel like Diana beholding Camilla.” This playful anecdote allows readers to connect with the writer’s experience.

Critical and Opinionated Tones

A difference emerged in the use of critical and opinionated tones. Journalists were the sole contributors of critical tones, with 10 instances (13%) out of 76 articles, and opinionated tones, with 5 instances (7%). This indicates a greater tendency for critical analysis and the expression of personal viewpoints among fashion journalists. Vanessa Friedman, for example, critiques the fashion industry’s lack of diversity in her article “Fashion’s Groupthink Problem,” writing, “…the result has been largely status quo. In the worst way.” This critical commentary aims to hold the industry accountable and provoke thought among readers.

In contrast, influencers did not employ critical or opinionated tones in the analyzed content, suggesting a preference for maintaining a more positive, neutral stance in their fashion commentary.

Style Analysis

The style analysis revealed varying preferences in formality, conversational manner, and educational value between the 76 articles from journalists and the 76 posts from influencers (Figure 2).

Figure 2: Style Category Frequencies – Journalists vs. Influencers

Educational Style

Both journalists and influencers used an educational style in their content, aiming to inform and enlighten their audiences about fashion trends, history, and industry developments. Journalists employed an educational style in 30 instances (39%) out of 76 articles, often providing in-depth analysis and expert insights. For example, journalist Tara Gonzalez educates readers about upcoming bag trends, writing, “While not as unusual, the bags we’ll be seeing everywhere in the coming month are still freaky, in their own ways.” This statement informs readers about emerging trends while also acknowledging their unconventional nature.

Influencers used an educational style in 15 instances (20%) out of 76 posts, typically sharing practical tips, styling advice, and product knowledge. For instance, influencer Kate Bartlett (@katee.bartlett) shares a reel demonstrating how she styles a pair of Banana Republic ponte pants for various occasions, with the caption: “how i style my @bananarepublic ponte-pants for…. just about everything #BananaRepublic #BananaRepublicPartner.” This example illustrates how influencers often use their platform to educate followers on styling tips and versatile fashion pieces. While influencers’ educational content tends to be more focused on personal experiences and brand partnerships compared to journalists’ in-depth trend analysis, it still serves to inform and guide followers in their fashion choices and styling decisions.

Formal and Conversational Styles

Journalists favored a mix of formal and conversational styles in their articles. Out of 76 articles, journalists used a formal style in 21 instances (28%) and a conversational style in 39 instances (51%). The formal style is characterized by professional language, structured narratives, and adherence to conventional journalistic standards. This style establishes the writer as an authority and lends credibility to their analysis and reporting.

However, journalists also frequently employed a conversational style, which mimics natural dialogue and engages readers in a more relaxed, relatable manner. For example, in an article about Zendaya’s fashion choices, journalist Christian Allaire writes, “I’m still hoping for a red carpet where she wears something shaped like a tennis racket—be it a purse or earrings… If anyone could pull it off, it’s her.” This casual, enthusiastic language creates a sense of familiarity with the reader. In contrast, influencers rarely used formal or conversational styles, with only 2 instances (3%) of formal style and 5 instances (7%) of conversational style out of 76 posts.

Casual Style

Influencers predominantly adopted a casual style in their content, with 36 instances (47%) out of 76 posts. This style is characterized by relaxed, informal language and a focus on personal experiences and opinions. For example, influencer @katee.bartlett captions a slideshow of her outfits with “fits of the week…..simple & easy.” This straightforward, unpretentious language aligns with the casual, everyday nature of the content. Journalists used a casual style much less frequently, with only 5 instances (7%) out of 76 articles. This suggests that journalists tend to maintain a more professional, structured approach in their writing, even when using a conversational tone.

Persuasive Style

Journalists were the only ones who employed persuasive styles in the analyzed content, with 4 instances (5%) out of 76 articles. This style aims to influence readers’ beliefs, attitudes, or behaviors through emotional techniques and evidence-based arguments. For example, journalist Rachel Tashjian persuades readers to consider the significance of clothing in shaping perceptions, particularly in cases of sexual assault, writing, “You’d have to be a fool to think her clothes weren’t part of the equation in this trial.” This strong statement challenges readers to acknowledge the impact of fashion choices in serious contexts. Influencers did not employ a persuasive style in the analyzed content, suggesting a preference for more neutral, inspirational, or entertaining approaches to fashion commentary.

These findings highlight the diverse styles employed by fashion journalists and influencers in their content creation. While journalists tend to favor formal, conversational, and educational styles, influencers lean heavily towards a casual, relatable approach. These differences in style preferences likely reflect the distinct roles, platforms, and audience expectations of each group, with journalists serving as authoritative experts and influencers as relatable peers.

Content Partnerships

Over the past two years, influencer marketing has surged, with partnerships between influencers and fashion brands carefully curated to align with the influencer’s personal brand and resonate with their audience, resulting in authentic endorsements (Colucci & Pedroni, 2022). Transparency in sponsored content is clear through labels like “paid partnership with” or “sponsored” prominently displayed at the top of posts, as required by Instagram for all paid sponsored content.

Figure 3: Transparent Labeling of Sponsored Content on Instagram

Hashtags such as #sponsored, #ad, or #paidpartnership are commonly used to announce sponsored content, with influencers often mentioning specific campaigns or ads through dedicated hashtags. As shown in Figure 3 (left), Brigette Pheloung (@acquired.style), clearly states her paid partnership with Target by displaying the label “Paid partnership with Target” at the top of her Instagram post. This label is a built-in feature provided by Instagram to ensure transparency and compliance with advertising guidelines.

Figure 4: Hashtags Indicating Sponsored Content and Specific Campaigns

In the Instagram post shown in Figure 4, influencer Leonie Hanne, is wearing and styling Ferragamo’s new Flamma Bag. She makes it clear that this is a sponsored partnership by including the hashtags “#FerragamoFlammaBag” and “#FerragamoFW24” in her caption. Additionally, she explicitly mentions the word “Ad” to ensure transparency and to comply with advertising guidelines on Instagram.

In comparing brand collaborations between fashion journalists and digital influencers, a similarity arises in terms of transparency and integrity. Fashion journalists often include sponsored content alongside clear disclosure statements. Publications like Harper’s Bazaar and Vogue provide readers with transparent disclaimers, informing them about potential affiliate links and commissions. Harper’s Bazaar states at the top of their articles, “Every product on this page was chosen by a Harper’s Bazaar editor. We may earn commission on some of the items you choose to buy.” Similarly, Vogue acknowledges, “We may earn a commission if you buy something from any affiliate links on our site.”

While journalists from The New York Times and The Washington Post may incorporate affiliate links into their articles, explicit statements regarding brand collaborations are not displayed. Despite this, the inclusion of links implies a supplementary revenue model. Traditional media outlets do not publicly disclose their engagement metrics, making it challenging to compare whether affiliate links affect readership or engagement levels. These findings highlight the attention to transparency among fashion journalists, ensuring readers are informed about potential conflicts of interest.

V. Discussion

This study sought to examine the differing approaches and impact of fashion journalists and digital influencers in shaping fashion narratives. The findings show that fashion journalists and digital influencers use distinct tones, styles, and communication mediums in their content creation. Journalists focus on informative, positive, and inspirational tones, using a mix of formal, conversational, and educational writing styles to establish authority and credibility. In contrast, influencers prioritize informative, positive, and playful tones, heavily leaning towards a casual style and visual storytelling through images and videos. This study acknowledges the inherent differences between traditional fashion journalism, which involves detailed articles, and the digital storytelling of influencers, who engage through Instagram posts and reels. These distinct mediums naturally lead to variations in tone and style. Additionally, influencer marketing has surged in recent years, with transparent collaborations between influencers and fashion brands. Organic influencer content received higher engagement than sponsored posts, showing the importance of authenticity in content curation.

The study’s findings both support and extend the key points raised in the literature review, providing new insights into the roles, strategies, and impacts of fashion journalists and digital influencers in shaping fashion narratives. In line with Cheng and Tandoc’s (2021) observations, the content analysis revealed clear differences between fashion journalists and influencers in their approach to content creation. Journalists prioritize authority and dissemination through informative, positive, and inspirational tones, employing formal, conversational, and educational writing styles. In contrast, influencers emphasize personal narratives and interactive engagement through informative, positive, and playful tones, using a casual style and visual storytelling. These findings also align with Rocamora’s (2011) argument that personal fashion blogs offer a fresh, democratized perspective on fashion. The visual-centric nature of influencer content challenges traditional hierarchies and amplifies diverse voices within the fashion community.

The study’s findings on the casual, relatable style of influencer content align with Marwick’s (2015) observations about influencers constructing authentic personas through strategic self-disclosure. The higher engagement received by organic influencer content in this study supports the idea that authenticity and genuine connection with followers are key for audience interaction. The research also shows the differences in how journalists and influencers approach authenticity, with journalists prioritizing objectivity and transparency (Cheng & Tandoc, 2021).

The analysis of content partnerships and the importance of transparency in sponsored content is consistent with Colucci and Pedroni’s (2022) findings on the co-creation of authenticity between brands and influencers. The higher engagement of organic content compared to sponsored posts shows the need for brands to find a balance between maintaining control and allowing influencers’ authentic voices to shine through.

The high engagement levels of organic influencer content support Djafarova and Rushworth’s (2017) observations about the influential power of “Instafamous” celebrities on purchase decisions. The visual-centric nature of influencer content also aligns with Cheung’s (2022) argument about the strong link between engagement rates and identity self-verification in the age of influencers. However, the research also highlights the ongoing importance of fashion journalism in providing in-depth analysis and critical commentary, with journalists playing a crucial role in upholding industry standards and offering expert perspectives (Cheng & Tandoc, 2021).

VI. Conclusion

This study provides new insights into the impact of tone and style on audience engagement within the fashion industry. By comparing the content strategies of fashion journalists and digital influencers, it highlights how the casual and relatable tones used by influencers generate higher engagement, particularly in organic, non-sponsored posts. This finding challenges conventional expectations that professionally produced, formal content would be more effective in the fashion industry. Instead, this data reveals that authenticity is a key driver of engagement, suggesting a significant shift in how fashion narratives are being consumed.

The importance of this research lies in its empirical evidence of the evolving nature of fashion communication in the digital age. As influencers increasingly dominate fashion discourse, these results indicate that brands and journalists must reconsider their approaches. The study demonstrates that polished, professional content doesn’t necessarily translate to higher engagement in the digital era. This shows the need for a balance between professional credibility and authentic, engaging content to maintain relevance in the fashion media landscape.

Limitations of this study include the relatively small sample size of analyzed content and the focus on a specific period (one year). Future research could expand the scope to include a larger set of data, the long-term evolution of fashion journalism and influencer marketing, and incorporate interviews with journalists and influencers to gain deeper insights into their experiences and strategies. This would provide a more comprehensive understanding of the dynamics between these two groups and their impact on the fashion industry.

Future studies also could investigate the impact of emerging social media platforms on fashion communication, as well as the potential for collaboration between journalists and influencers to create new, engaging content. Exploring these would contribute to a more comprehensive understanding of the always evolving fashion media landscape and its implications for brands and content creators.

As the fashion industry continues to grow, both journalists and influencers will need to adapt to effectively engage audiences and maintain their respective roles in the media world. Understanding and leveraging the strengths of both written and visual storytelling will be crucial for brands, influencers, and journalists navigating this ever-changing landscape.

Acknowledgements

Thank you to Dr. Glenn Scott for your unwavering belief in us as scholars and for your guidance throughout this process. I am deeply grateful to Elon University and the School of Communications for their profound impact on my academic and personal growth. Lastly, thank you to my mom for her constant love and support, both throughout this project and in every aspect of my life.

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